Meet Julie Mercer, Cadbury

Julie Mercer, senior brand manager, Chocolate Singles.

Julie Mercer, Cadbury
Julie Mercer, Cadbury

Brands controlled?
Wispa, Crunchie, Twirl, Double Decker, Boost, Picnic, Star Bar, Curly Wurly and more.

What are your main priorities over the next 12 months?
To build on the huge amount of momentum we have with Wispa to drive further success and create a truly legendary chocolate bar. To continue to refine and execute our exciting brand and category plans.

Agencies used?
PHD and Fallon.

What are the main criteria you use when selecting an agency?
Creativity coupled with strong strategic thinking. The people and their ability to muck in as part of a team are incredibly important.

Advice to agencies pitching for new business?
Demonstrate an understanding of our category/brands and challenge our view of it. Demonstrate your strategy in action and make the PowerPoint come to life with real examples. And be measurable.

What's been your most enjoyable campaign to date?
The "Wispa is Back/For The Love of Wispa" campaign has demonstrated the power of consumer communities on social networks. Cadbury brought the chocolate bar back after an outpouring of demand online. It was the first of a kind and the overwhelming support it receives continues to amaze us. It calls on all Wispa lovers to create an ad that celebrates its return, giving them a chance to engage and be part of the campaign in a unique and fun way, in keeping with the brand's values.

How has your past experience prepared you for your current role?
I used to work at Millward Brown and in an insights role at Cadbury. Both jobs established a strong understanding of consumers that has been immensely useful in brand management.

Which medium can't you live without?
The web. How on earth did we survive without it?

To suggest a client email: arif.durrani@haymarket.com

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